It’s hard to believe H&M has been doing designer collaborations for 20 years—even for the women who made them happen. “We thought it would be a one-time thing, and we still ask ourselves if there will be more,” said Ann-Sofie Johansson, H&M’s Chief Creative Advisor, who took over the program in 2015 from Margareta van den Bosch, its leader for the first decade. “We hoped it would continue, but not for 20 years!”
When asked about how it all started during a meeting in Stockholm, van den Bosch said, “The idea actually came from the marketing department.” In 2004, the highly regarded creative director Donald Schneider was collaborating with (not working for) the Swedish retailer. “Before that,” wrote John Colapinto in a 2015 New Yorker piece on the collaborations, “Schneider said people only talked about the models in H&M ads. He wondered, Could we make a campaign where people talk about the fashion instead?”
Celebrity culture as we know it today took off in the early 2000s—2003 was the first year American Vogue featured only non-models on its covers. H&M’s collaborations have played with fame in an interesting way. The brand’s mission is Bauhaus-inspired: well-designed, mass-produced fashion at affordable prices. Partnering with designers like Balmain’s Olivier Rousteing or Comme des Garçons’ Rei Kawakubo lets H&M offer customers otherwise unattainable designs, while the brand’s reach boosts the designer’s fame. As Karl Lagerfeld’s biographer William Middleton wrote, Lagerfeld became “an international superstar” the day his H&M collection launched with a party at the Centre Pompidou.
Some fashion moments have exact dates—one is November 12, 2004, when Karl Lagerfeld for H&M hit stores. It was an unexpected pairing (many H&M collaborations have been called odd matches) that undeniably changed fashion in multiple ways. Not only did it normalize the high-low mix central to today’s personal style, but it also rode the wave of luxury and star designers that emerged in the ’90s. “Usually H&M borrows ideas from top designers. This time, it took the designer himself—Chanel’s Karl Lagerfeld,” joked the AP at the time. But Lagerfeld had the final word: “Design is very important, and design isn’t just about price,” he told the Hartford Courant, summing up the spirit of these collaborations.
Names like Versace, Balmain, and Roberto Cavalli are globally known, but Viktor & Rolf, Maison Martin Margiela, and Erdem are less mainstream. How does H&M pick its collaborators? Johansson says the team has a wishlist. “You have to sense when something is on the rise, when our customers are ready for it, and really capture the moment,” she explained. Feedback from colleagues—many the same age as H&M’s target audience—also plays a role. “It’s great to introduce designers and brands to younger people who might not know them or fashion history,” Johansson added. “It makes fashion feel deeper, giving it context. You can see how things started and evolved—that’s super interesting, and these collaborations let us show that.”
In some cases—like with Maison Martin Margiela, Versace, and Toga, for example—Designer collaboration collections are often reissues or reinterpretations of a designer or fashion house’s archives. Sweden has brought the world brands like H&M and Spotify, among others. While The New York Times wrote in 2005 that H&M was “beginning to resemble the retail version of designer Cliffs Notes,” a better comparison might be a greatest hits playlist—and that’s how some designers view these projects. Balmain’s Olivier Rousteing explained in an interview, “The allover beaded dress comes from my very first Balmain collection, so it’s like I’m literally giving H&M the beginning of my story.” He belongs to a generation that grew up with designer collaborations, as does Simone Rocha, H&M’s 2021 collaborator, who still owns pieces from Lanvin’s earlier H&M collection.
The designer collaboration program itself has evolved over time. Johansson, who worked on the Giambattista Valli project, notes that the collections have become more decorative. “We know that glamour sells really well,” she said. The process behind the scenes has also changed. While designers decide their level of involvement, Johansson has observed a shift from the era of untouchable icons to a more collaborative approach. “It’s more about teamwork,” she explained. “There’s been a generational change. The older generation was all about one big name with a team around them. The younger designers can still be iconic, but they’re more generous. Times have changed—you’re no longer that sole person; you have to work with others and respect them. There’s much more give and take, and everyone has a say. Honestly, that’s how we work at H&M too.”
To celebrate 20 years of designer collaborations, H&M will release limited-edition pre-loved pieces sourced from vintage dealers and Sellpy (shown in the blue-background photos). There will be eight drops—seven in the U.S. and Europe, and one online. The fact that H&M collaborations have become collectibles is a full-circle moment, reminiscent of the polka dots from the 2008 H&M/Comme des Garçons collection that brought customer Michelle Olley so much joy. She told The Guardian, “I’m quite high on fashion right now. I’ve never been able to afford Comme.” Fashion love, requited. Sigh.
### 2004: Karl Lagerfeld for H&M – The Famous First
WHAT: A limited line of clothing, accessories, and a fragrance called Liquid Karl. The collection reflected Lagerfeld’s signature slim silhouette and love of black and white. “Mr. Lagerfeld said the H&M line will more closely resemble the graphic style of Lagerfeld Gallery,” Cathy Horyn reported. “I’m not going to do what I do for Chanel,” he said. “That’s copied enough.” The collection included tailored cashmere coats, leggings to pair with a sequined blazer, a floaty Deco-style chiffon cocktail dress, and a classic fit-and-flare little black dress.
WHEN: The collection launched on November 12, 2004.
WHERE: The collaboration was unveiled on September 17, 2004, in Paris. Guests received invitations featuring a sketch of Lagerfeld’s face, inviting them to Georges, the rooftop restaurant at the Centre Pompidou. “It was a beautiful summer evening, everyone on the terrace under the open sky, drinking champagne and nibbling hors d’oeuvres,” recalled Donald Schneider in Paradise Now: The Extraordinary Life of Karl Lagerfeld. “With sofas and chairs everywhere, it felt like a beach club. Karl arrived with his entourage, and it was like Michael Jackson making an entrance.” According to author William Middleton, this was the moment “Karl transformed from an important designer into an icon.”Karl Lagerfeld: “I’ve always been fascinated by H&M because even people who buy Chanel and other luxury brands shop there. To me, that’s what fashion is today,” he told The New York Times*. In a press statement, he added: “We both had the same idea independently. I’ve long admired what they do, and they were clearly interested in what I represent.”
Margareta van den Bosch: “Working with Karl Lagerfeld is both exciting and inspiring—and above all, it’s an incredible opportunity to offer our customers this one-of-a-kind collaboration.”
### 2005: Stella McCartney for H&M – Cool Britannia
Who: Stella McCartney, a self-proclaimed rock royalty (just look at her 1999 Met Gala outfit), has always made waves. Supermodels walked in her Central Saint Martins graduate show, and in 1997, she became the youngest creative director of a French fashion house when she took over Chloé. Backed by the Gucci Group, she launched her own sustainable brand in 2001. Following Karl Lagerfeld at Chloé, she became H&M’s second designer collaborator.
What: A 40-piece womenswear and accessories collection that McCartney called “the best of Stella McCartney.” It featured tailored pieces, lingerie-inspired tops, oversized sweaters for skinny jeans, and even a belted silk jumpsuit (now in the V&A Museum). British Vogue praised its balance of humor and style: “Baggy silk trousers, low-waisted dresses, satin dungarees, and affordable versions of her knee-high boots. A short-sleeve black satin jacket caused a stir… Tuxedo coats and tulip-skirted trenches were unmistakably Stella—just like the vegetarian canapés and champagne served to a crowd witnessing a true fashion moment.”
When: The collection launched on November 10, 2005.
Where: The debut took place on October 25, 2005, at London’s St. Olaves School, featuring a runway show styled like musical chairs and themed rooms (Games, Secret Garden, Chill Out). British Vogue reported: “Fireworks lit up the sky above a hedge shaped into ‘Stella McCartney for H&M.’”
Stella McCartney: “The days of elitism in fashion are over,” she told The New York Times. “Luxury brands wrongly assume high-end fashion isn’t accessible. I want people to experience my work beyond glossy magazines.” Speaking to Suzy Menkes, she added: “There’s value in clothes that aren’t overly precious.”
Margareta van den Bosch: “Stella McCartney’s designs are modern, cool, classic, and wearable. We’ve long admired her tailoring and feminine touch. Consumer research confirmed her strong appeal.”
(Watch the commercial.)
### 2006: Viktor & Rolf for H&M – Opposites Attract
Who: Dutch duo Viktor Horsting and Rolf Snoeren, winners of the 1993 Hyères Fashion Festival, known for their surreal, avant-garde designs. Their first store—an entirely upside-down space—opened in Milan in 2005, catching H&M’s attention. Style.com’s Tim Blanks wrote: “Viktor & Rolf for H&M offers opportunities for customers, the designers, and H&M. After Karl Lagerfeld and Stella McCartney, this is another smart collaboration.”Here’s the rewritten text in clear and natural English:
—
Viktor & Rolf for H&M (2006)
Who: Viktor & Rolf, beloved by the international fashion crowd but still relatively unknown outside it. This collaboration aimed to change that.
What: The collection included apparel, underwear, and accessories for men and women, featuring tailored pieces, casual separates, festive attire, and—for the first time in H&M’s designer collaborations—bridalwear. British Vogue noted that the wedding dress (limited to 1,000 pieces in sizes 6 to 8) was “the first in H&M’s 59-year history.”
The press materials described the look as “modern couture meets deluxe sportswear… with a love theme.” Viktor Horsting explained, “We’re at the high end of fashion, and H&M is at the affordable end. We’re unlikely partners, so this should be a marriage of opposites—with the wedding dress symbolizing exclusivity.” Beyond the bridal centerpiece, the collection was filled with romantic touches, like a khaki trench with a heart-shaped belt buckle and menswear featuring crossed arrows.
When: The collection launched on November 9, 2006.
Where: The collaboration debuted on October 27, 2006, in Bel-Air, California, with a runway show and party that embraced the bridal theme. Rolf Snoeren joked, “We thought of a celebrity wedding because they don’t last very long—that’s why we chose LA.” The event included a stag party with burlesque dancers, an orchestra playing Madonna’s “Like a Virgin,” and a 12-foot wedding cake cut at the end of the show.
Viktor & Rolf’s Statement: “Haute couture is fashion at its most sublime, while H&M is fashion at its most democratic. Our roots are in couture—it’s the heart of our work—but we love playing with opposites. Transformation is key to our style. For us, fashion is an antidote to reality.”
Margareta van den Bosch (H&M): “We’re fascinated by Viktor & Rolf’s unique approach to design, blending artistic talent with craftsmanship.”
[Watch the video.] | [Watch the fashion show.]
—
Roberto Cavalli for H&M (2007)
Who: Roberto Cavalli, the jet-setting Italian designer who launched his brand in 1972 with hippie-inspired luxury wear before becoming known for bold, glamorous dresses. As he declared in the campaign (featuring models at a pool party in his Florentine home): “I am the party.”
What: The collection included apparel, accessories, and—another first for H&M’s designer collaborations—lingerie. The focus was on body-conscious eveningwear, often beaded, metallic, or covered in animal prints. Margareta van den Bosch noted that much of the collection was “built around Cavalli’s favorite pieces over the years.” H&M’s marketing director, Jorgen Andersson, told British Vogue: “Cavalli is a true connoisseur of living well. His designs bring glamour, fantasy, and a bit of fun to reality.”
When: The collection launched on November 8, 2007.
Where: The debut took place on October 25, 2007, at Rome’s Salone delle Fontane, transformed into a “gigantic VIP lounge.” The event featured a red carpet, helicopter sounds, paparazzi flashes, and all the drama of Cavalli’s world.
Roberto Cavalli’s Statement: “As the first Italian designer to collaborate with H&M, I was proud to bring my vibrant, joyful spirit to a new audience.”
—
Let me know if you’d like any further refinements!Here’s the rewritten text in clear and natural English:
—
Roberto Cavalli’s Statement:
“I love freedom and challenges—breaking down barriers and experimenting in different directions. H&M embodies all of this for me. I’ll add a dash of festivity and dreams.”
Margareta van den Bosch on Cavalli:
“Roberto Cavalli’s fashion isn’t just about the red carpet—it’s about a positive, optimistic attitude. It’s about enjoying life’s pleasures with a heavy dose of glamour. He’s created his own iconic world, full of fantasy in colors, prints, and style. There’s no room for shyness or settling for basic everyday wear. His collection represents an exuberant, successful lifestyle.”
—
2008: H&M x Comme des Garçons – Avant-Garde
Who: Rei Kawakubo, born in Tokyo, studied fine arts and literature before entering fashion and founding Comme des Garçons in 1973. She once said she’s “on a mission to challenge conformity,” pushing her designs to extremes, particularly in how clothing interacts with the body. Vogue has called her “fashion’s visionary.”
Pairing an avant-garde brand like Comme des Garçons with a mass-market retailer like H&M raised eyebrows. The Guardian called it “the oddest marriage in fashion.”
What: Clothing and accessories for men and women, childrenswear, and a unisex fragrance. Margareta van den Bosch described it as “an exciting yet wearable collection, featuring her signature deconstructed tailoring and well-cut classics in special fabrics.” Key pieces included a Victorian-inspired coat dress with ruffles, a chic navy trench coat, head-to-toe polka dots, and zippered wallets. Deconstructed elements appeared in a boiled wool jacket, while a pleated skirt with scalloped edges added a playful touch.
Kawakubo said, “I thought it would be exciting to sell Comme des Garçons in places where it’s never been available, to people who may not yet understand the brand.”
When: The collection launched in two phases. First, on November 8, 2008, in Tokyo—coinciding with the opening of H&M’s second store in Harajuku, where “street culture and high fashion fuse.” It hit global stores five days later, on November 13.
Where: Customers began queuing days before the launch. Kawakubo noted, “The response has exceeded our expectations. Comme des Garçons’ spirit combined with H&M’s commercial appeal works perfectly.”
Rei Kawakubo:
“I’ve always been fascinated by the balance between creativity and business. For me, creation comes first, but working with H&M is a chance to take that challenge to the extreme and try to solve it.”
Margareta van den Bosch:
“We deeply respect Kawakubo’s philosophy of questioning fashion’s norms and admire her artistic approach. We’re especially thrilled to launch this collection in Japan, her home country, alongside our new store there.”
—
2009: Matthew Williamson for H&M – Summer Lovin’
Who: Matthew Williamson, a Central Saint Martins graduate who launched his own label in 1997. His success was fueled by celebrity fans who embraced his vibrant, bohemian designs—perfect for a jet-setting, party-filled lifestyle. As Vogue’s Plum Sykes wrote in 2001, “He lives a Day-Glo life. He just can’t help it.”
What: A two-part collaboration…
—
(Note: The original text cuts off mid-sentence, so the rewrite ends where the provided content does.)Here’s the rewritten text in clear and natural English:
—
At the time, this was H&M’s largest collaboration, celebrating summer and marking designer Matthew Williamson’s first venture into menswear. “The collection is full of color and a sense of happiness. It’s elegant but relaxed, with a bohemian touch and some ethnic influences,” said van den Bosch. The women’s line also reflected Williamson’s career, which had been showcased in a 2007 retrospective at London’s Design Museum. A bias-cut butterfly print dress with grosgrain straps updated a look from his debut show. Inspired by his personal wardrobe, Williamson created his first menswear pieces for this collection.
WHEN: Released in two parts—women’s on April 23 and the full collection on May 19, 2009.
WHERE: Launched on April 28, 2009, with a Manhattan party aboard The Majesty, docked at South Street Seaport and lit in pink. The host and crew wore nautical-themed outfits, and Grace Jones performed.
MATTHEW WILLIAMSON: “I wanted to blend global inspiration with classic English style,” Williamson said. “Color is key to my signature look. I focused on the peacock motif from my past collections, using blues, chartreuse, and emerald. The collection feels both luxurious and desirable.”
MARGARETA VAN DEN BOSCH: “Matthew has a great eye for prints and mixes them in fresh ways. His designs create a modern London look—special yet effortless. He’s brilliant with bold colors,” she said.
[See the looks.] | [Watch the commercial.]
—
### 2009: Jimmy Choo x H&M – Stilettos and the City
WHO: Tamara Mellon, a former Vogue accessories editor and then-president of Jimmy Choo, the brand she co-founded with shoemaker Jimmy Choo in 1996. After a boost from Sex and the City—where Carrie Bradshaw famously declared, “With no man in sight, I decided to rescue my ankles from boredom by buying too many Jimmy Choos”—it became one of the world’s most coveted shoe brands.
WHAT: This was H&M’s first (and so far only) accessories-focused designer collaboration—and a first for Jimmy Choo, too. Alongside shoes, the collection included ready-to-wear and accessories for men, both new categories for the brand. Vogue noted, “Better than the must-have-now appeal is the affordability. Every piece fits H&M’s ‘Buy Now, Wear Now’ approach.” Mellon told the magazine, “The H&M customer is younger, but we stayed true to Jimmy Choo’s essence—rock-chic with elegance. Our AW ’09 collection was inspired by Debbie Harry and punk-rock—leopard, neon studs—so that was our starting point. We weren’t sure about using real leather, studs, and crystals at first, but the results exceeded expectations.”
Van den Bosch added, “Shoes are every fashionista’s passion, and who doesn’t dream of Jimmy Choos? The matching clothes are sharp and pair perfectly with the detailed shoes—studs, buckles, prints, and more.”
WHEN: Launched November 14, 2009.
WHERE: The collection debuted on November 2, 2009, with a glamorous party at a private Hollywood Hills residence overlooking the Sunset Strip, featuring a performance by…
—
(Note: The original text cuts off mid-sentence, so the rewrite ends accordingly.)Tamara Mellon:
“The Jimmy Choo for H&M collection captures the essence of effortless party glamour,” Mellon said. “It’s sophisticated, fashion-forward, and accessible—perfect pieces to buy and wear out the same night!” Speaking to Vogue, she added, “H&M reached out to us, and we immediately said yes. We’ve admired their designer collaborations—the execution is flawless, and the concept is groundbreaking. We were honored to be part of it.”
Margareta van den Bosch:
“We love Jimmy Choo’s shoes and bags—they’re glamorous, sexy, and instantly elevate any outfit. This collaboration is special because it’s our first with a shoe designer. We focused on clothing that complements the accessories, not the other way around.”
See the collection. | Watch the video.
—
### 2009, 2010: Sonia Rykiel for H&M – Vive la Coquette!
Who: Nathalie Rykiel, president and artistic director of her mother’s iconic brand, founded in 1968. Known for bold knits and Parisian flair, Sonia Rykiel symbolized free-spirited femininity.
What: A two-part collaboration—first lingerie and accessories, followed by vibrant knitwear for women and girls. “Rykiel style is a lifestyle,” Nathalie said. “It’s French elegance, Parisian charm, and Left Bank attitude. This collection makes our signature seduction accessible to all.” The designs featured 1920s-inspired loungewear, stripes, and rhinestone slogans. Vogue praised: “Everything we love—bows, candy stripes, berets, and great knits—at an affordable price.”
When: Part one launched December 5, 2009; part two followed February 20, 2010.
Where: Debuted at Paris’s Grand Palais, transformed into a “Parisian fantasyland” with mini landmarks. Vogue’s Lynn Yaeger described the spectacle: “Geese led a carnival parade—models swung from chandeliers, lounged on satin, and baton twirlers dazzled.”
Nathalie Rykiel: “Fashion is about spirit, not budget. This partnership aligns with our belief that style should be for everyone.”
Margareta van den Bosch: “Sonia Rykiel makes lingerie chic—sensual, feminine, and stylish. It’s about feeling confident for yourself.”
See the collection. | Watch the film.
—
### 2010: Lanvin for H&M – Party Haute-y
Who: Alber Elbaz and Lucas Ossendrijver, creative forces behind Lanvin, Paris’s oldest couture house (founded 1889). Elbaz, the Israeli-born designer, joined Lanvin in…
(Text continues as provided.)Here’s the rewritten text in clear, natural English:
Lanvin Collaboration
Alber Elbaz worked at Lanvin from 2001 to 2015, while Lucas Ossendrijver joined from Dior Homme in 2006 and left Lanvin in 2018.
The Collection:
The line featured party-ready clothing and accessories for women and men. Standout pieces included colorful, ruffled dresses adorned with chains, pearls, and romantic jewelry. Faux-fur and zebra-striped outerwear added playful allure. For men, there were “daywear tuxedos” and stylish track pants. Margareta van den Bosch noted, “Many women love his dresses but can’t afford them—now is the time to make them accessible.”
Release Dates:
The collection launched in North America on November 20, 2010, and worldwide on November 23.
Launch Event:
A five-minute film directed by Mike Figgis, portraying the designer’s dreamscape, was released online on November 2, 2010. The full collection debuted on December 1, 2009, at New York’s Pierre Hotel with a runway show featuring reworked “couture” pieces by Elbaz. Some designs and sketches were auctioned for charity.
Alber Elbaz on the Collaboration:
“H&M approached us to bring the Lanvin dream to a wider audience—not just a cheaper dress. I never planned to do mass-market, but what intrigued me was H&M embracing luxury rather than Lanvin going mainstream. This was a unique partnership, uniting two opposite brands with a shared goal: bringing joy and beauty to people worldwide.”
Margareta van den Bosch:
“This is an exciting moment. Lanvin brings H&M a luxurious yet modern and playful French tradition.”
(See backstage photos. | See the collection.)
—
Versace for H&M: The Icons Collection (2011)
Designer:
Donatella Versace, the platinum-haired force who took over the brand in 1997 after her brother Gianni founded it in 1978.
The Collection:
Ready-to-wear, menswear, accessories—and for the first time, a home capsule. It featured reissued archive pieces and recent designs, including studded leather, leopard prints, Op Art patterns, and chainmail—all at surprisingly affordable prices (per Vogue’s Hamish Bowles).
Release Date:
November 17, 2011.
Launch Event:
An extravagant party on New York’s Pier 57 on November 8, with performances by Prince and Nicki Minaj. The New York Times headline declared: “H&M Spares No Expense to Celebrate Its Collaboration With Donatella.” Models walked a gold-paved runway, some in exclusive showpieces.
Nicole Phelps described the show as a vibrant mix of Versace signatures—chainmail minidresses, gold-studded leather, and the iconic green palm print symbolizing Gianni’s legacy—alongside highlights from Donatella’s recent collections.
The Venue:
British Vogue reported cocktails served in a mirrored Greek Key-patterned room that opened to reveal the runway. After Donatella’s bow, another space unveiled a giant disco ball and walls painted with oversized leafy designs. Later, a pop-up shop was revealed.
Donatella Versace:
(Quote not provided in original text.)Here’s the rewritten text in clear and natural English:
—
Versace at H&M: Iconic Style
“For this collaboration, we’ve brought back some of Versace’s most iconic elements from the archives and recent collections—bold prints, Greek key patterns, and daring cuts,” the designer said in a statement.
Margareta van den Bosch added, “When I think of Versace, I think of timeless pieces. This collection for H&M captures the essence of the brand.”
[See the runway collection.] | [Check out the party pics.] | [Watch the video.]
—
2012: Marni at H&M – Offbeat Elegance
Who: Consuelo Castiglioni, the Swiss-born creative director of Marni (until 2016), co-founded the Italian brand in Milan in 1994. Starting with fur and leather, she expanded into fashion, creating what Vogue’s Hamish Bowles called “the label of choice for chic hippie nomads.”
What: A men’s and women’s collection celebrating spring with clean yet unexpected silhouettes, abstract prints (designed to clash, not match), straw hats, and jewel-like belts. The line embodied Castiglioni’s 2001 statement: “In a world of conformity, my clothes offer a real choice.”
When: The collection launched on March 8, 2012.
Where: After a Sofia Coppola-directed campaign film debuted in February, the collection was unveiled on February 7, 2012, at Los Angeles’ John Snowden House (a Frank Lloyd Wright masterpiece) with a Moroccan-themed party and a performance by Bryan Ferry.
Consuelo Castiglioni: “I wanted to create a true Marni wardrobe by revisiting our favorite pieces in signature fabrics and prints,” she said. “I love mixing prints and colors—modern tribal with Bauhaus graphics—and adding sporty utilitarian touches.”
Margareta van den Bosch: “Marni has a modern, playful yet chic way of mixing prints and accessories. It’s amazing to see Consuelo’s designs come to life with such craftsmanship.”
[See the campaign imagery.]
—
2012: Maison Martin Margiela with H&M – Déjà Vu
Who: The collective Maison Martin Margiela (MMM), known for its “tradition of radical reinterpretation” (as Lynn Yaeger noted), upheld the brand’s legacy of anonymity (its label is just four white stitches). Founder Martin Margiela, who started the Parisian house in 1988 and retired in 2009, famously communicated via fax. The collaboration announcement mirrored this style, listing shared values like “conceptual and timeless fashion,” “anonymity,” and “design by collective effort.”
What: A re-edition of MMM’s most avant-garde pieces for men and women, from surreal glove-adorned purses to oversized jackets and asymmetrical dresses. Vogue’s Yaeger called it “a retrospective of the brand’s wildest hits—perfect for those who missed them the first time.”
When: The collection launched on November 15, 2012.
Where: The Maison Martin Margiela x H&M collection debuted with a high-profile event, staying true to the brand’s enigmatic spirit.
[Photos: Courtesy of H&M / WWD / Getty Images]
—
Let me know if you’d like any further refinements!The Margiela x H&M collection launched on October 24, 2012, in New York at the historic but weathered Five Beekman Street building, which was decorated in what the press materials called “the label’s signature white-painted style.” The event featured dance performances “in squares of sand” choreographed by Anne Teresa de Keersmaeker, along with art installations created by Daniel Arsham, Frédérique Chauveaux, and Noémie Goudal.
In a statement, the Belgian brand said: “Maison Martin Margiela believes in showcasing its work outside traditional contexts. This blend of installation and performance captures the spirit of the house and lets the artists interpret the collaboration collection in their own way.”
MAISON MARTIN MARGIELA: “We’re thrilled to present Maison Martin Margiela pieces with H&M, offering a fresh take on our vision. The democracy of our fashion has always been central to our creativity, and collaborating with H&M lets us push this further. We’ll merge the contrasting worlds of both brands in surprising ways.”
MARGARETA VAN DEN BOSCH: “Maison Martin Margiela is one of the most influential fashion houses of the past 30 years… This collaboration will be a major, unforgettable fashion moment.”
[See campaign photos here and here.] | [View party pictures.] | [Watch the commercial.] | [See the lookbook come to life.]
Photo: Pascal Le Segretain / Getty Images
Sienna Miller at the London preview.
Photo: David M. Benett / Getty Images
From left: Hen Dogg, two guests, Master Gee, DJ T Dynasty, Melle Mel, and Wonder Mike.
Photo: Pascal Le Segretain / Getty Images
### 2013: Isabel Marant for H&M – Le Boho
WHO: A true Parisian, Isabel Marant began customizing her own clothes long before studying at Studio Berçot. She launched her label in 1994, becoming France’s leading name in effortless, bohemian style with an edge. As the press release noted, “Mixing urban attitude, boho elegance, and rock ‘n’ roll spirit, Marant delivers authentic French allure.”
WHAT: A collection of women’s and teenwear, plus the designer’s first menswear line. Feather prints appeared on silk blouses and skinny trousers with embroidered pockets, paired with double-breasted tweed coats or belted smoking jackets. Chunky knits, fringed scarves, dangling earrings, and side-laced leather trousers completed the look. Sequined stilettos stood alongside cuffed cone-heeled boots. Van den Bosch praised Marant’s “knack for urban sophistication and bohemia,” calling the collection “full of cool Parisian energy.”
WHEN: The collection launched on November 14, 2013. (British Vogue reported that boho queen Sienna Miller, “fresh-faced from rehearsals,” arrived nearly an hour early for the London preview.)
WHERE: Naturally, the launch took place in Paris on October 24, 2013. The celebration was styled as a street fair, complete with “brasseries, neon signs, pizza shops, souvenir stalls, and street vendors,” arranged in “cinematic sets blending images, films, and models.” Performances by Grandmaster Melle Mel and Rappers Delight (of Sugarhill Gang) added a nostalgic ‘90s vibe.
ISABEL MARANT: “I aim to create wearable, real clothes for everyday life—with a carefree, Parisian attitude. You dress up without overthinking it and still look sexy,” she said. “This collection embodies that ease and confidence. Everything can be mixed intuitively—my take on effortless style.”Fashion is all about personality.
MARGARETA VAN DEN BOSCH: “The way Isabel Marant blends different elements in her collections, creating an effortless and urban style, makes her incredibly modern. She has a remarkable eye for ethnic details and a rare talent for designing pieces people truly want to wear.”
[See the campaign imagery.](#) | [Watch the video.](#)
### 2014: Alexander Wang x H&M – No Sweat Style
WHO: When Alexander Wang launched his namesake brand in New York in 2007 at just 23, he quickly became fashion’s “boy wonder.” Known for his energetic personality and the effortlessly cool “model-off-duty” aesthetic he championed, Wang embraced contrasts—mixing downtown nightlife with high-performance sportswear. By 2012, he was named creative director of Balenciaga, solidifying his place in fashion. His collaboration with H&M, announced at the 2014 Coachella Music Festival, made him the first American designer to partner with the brand.
WHAT: The collection featured sporty-chic apparel and accessories for men and women. Vogue praised it as “the sporty fantasy we hoped for—strappy scuba dresses, thick gray sweatshirts, mesh leggings, cropped bra-tops, leather joggers, and parkas.” Standout accessories included boxing gloves, beanies, and duffel bags, all boldly branded with “WANG.” And let’s not forget the slides, perfect for both the gym and a quick errand.
WHEN: The collection launched on November 6, 2014.
WHERE: The collaboration was celebrated with two star-studded launch parties. The first, held on October 16 in New York at the Armory on the Hudson, featured acrobats, a high-energy runway show, and performances by Sharaya J and Missy Elliott. British Vogue described it: “Models stormed the runway like a stylish militia, sprinting in neoprene jackets and WANG-stitched beanies.” The second party took place in Shanghai on November 4, with performances by Chris Lee and 2NE1.
ALEXANDER WANG: “Working with H&M has been exciting—they push boundaries and create a platform for creativity. This collaboration lets a wider audience experience the Alexander Wang lifestyle.”
MARGARETA VAN DEN BOSCH: H&M’s Head of Design told British Vogue, “We chose Alexander because he brought sportswear into fashion in a fresh way.” She added, “He understands what people want to wear and does it with infectious energy.”
[See the campaign imagery.](#) | [Check out the party pics.](#) | [Watch the video.](#)
### 2015: Balmain x H&M – Glam Slam
WHO: In 2009, Olivier Rousteing left Roberto Cavalli to join Balmain. By 2011, the 25-year-old became creative director of the historic Parisian house, transforming it with opulent designs, sensuality, and inclusivity. “I want to speak to my generation,” Rousteing said. “H&M lets me bring everyone into the world of Balmain—creating a global #HMBalmaination movement.”
(Text continues…)Not everyone connects to it, but it calls for unity—and I’m all for it.
The collaboration was announced at the 2015 Billboard Music Awards, where designer Olivier Rousteing walked the red carpet with Kendall Jenner and Jourdan Dunn, both wearing pieces from the collection. (The New Yorker noted that Rousteing flew 26 hours round-trip from Paris to Las Vegas just for the event.)
What: The collection featured decorative, fitted clothing and accessories for men and women, inspired by Rousteing’s work for Balmain. In an interview with Vogue, he explained: “If you collaborate with Balmain, there can be no compromise—and H&M understood that perfectly. They pushed themselves to capture that sense of exclusivity. Embellishment has always been part of my work at Balmain. The fully beaded dress, for example, comes from my very first collection—so in a way, I’m giving H&M the beginning of my story.”
When: The collection launched on November 15, 2015.
Where: The Balmain x H&M line debuted on October 20, 2015, with a runway show on Wall Street in New York, featuring a performance by the Backstreet Boys. As Vogue’s Steff Yotka reported: “The show was a reflection of Rousteing’s past. Set in a stylized subway terminal, dancers vogued up and down staircases—a nod to his early days as a dancer while working as a design assistant in Paris. Then came the supermodels in jewel-toned, embellished pieces—more affordable versions of past Balmain designs. Why revisit old hits? Because Rousteing remembers being young and coveting runway looks, and he wants his fans to experience that same thrill.”
Olivier Rousteing: “For me, an H&M collaboration is an achievement,” he told Vogue. “I’ve experienced these partnerships in three ways: as a teenager waiting in line for the latest drop, as an assistant at Roberto Cavalli during their H&M collab, and now as a designer leading my own. I wanted to capture that same excitement I felt as a kid—and because I’d worked on one before, I knew how far we could push it.”
Ann-Sofie Johansson (H&M): “Balmain blends couture spirit with streetwear energy—opulent yet direct, sensual yet bold,” she said. “Its ties to music and showbiz add an extra layer of surprise.”
[See the campaign imagery.] | [See the runway show.] | [Check out the backstage pics.] | [Watch the video.]
—
### 2016: Kenzo x H&M – “We Are the World”
Who: Carol Lim and Humberto Leon, the Los Angeles-based duo behind Opening Ceremony, who became creative directors of Kenzo in 2011. The brand, founded by Kenzo Takada in 1970, was known for its free-spirited, multicultural designs featuring bold colors and prints.
What: A vibrant collection of apparel and accessories for men and women. “We wanted to celebrate Kenzo’s roots and our evolution—honoring the archive while making it feel fresh,” they explained.Here’s the rewritten text in clear and natural English:
—
Kenzo x H&M Collaboration
Lim explained to Vogue, “We’ve explored how the two can merge into a true conversation—one that goes beyond just the vibe of the clothes.” Nicole Phelps noted that Takada, like Lim and Leon after him, was an outsider in Paris when he arrived in the mid-1960s. This was around the time Yves Saint Laurent was revolutionizing haute couture with his Rive Gauche ready-to-wear line. The Japanese-born designer introduced his own take on streetwear and made sure his runway shows mirrored real life. Inclusivity and individuality were key themes in Kenzo’s 1970s collections. Staying true to that idea for the H&M collaboration, Leon and Lim opted to feature friends and influencers in the lookbook instead of professional models.
When: The collection launched on November 3, 2016.
Where: The Kenzo x H&M line debuted on October 19, 2018, at Pier 36 in New York. Jean-Paul Goude directed a show that, according to Vogue’s Steff Yotka, “cracked the code on making high-concept fashion feel fun—taking inspiration straight from Kenzo Takada’s playbook.” In the ’70s and ’80s, Takada’s shows often included dancers, performers, and even mock weddings. The H&M event echoed this with dancers, brass players, drummers, MCs, and models moving around a square runway—some making exaggerated expressions, others taking quick, sharp steps. The collection featured bold designs like orange tiger-stripe beanies over denim jackets, oversized gypsy dresses layered under kimono jackets, and split-toe tiger-stripe socks with flip-flops. Lim and Leon reimagined Kenzo’s archive, blending classic relaxed streetwear with their own wide-leg trousers from their debut collection.
Humberto Leon told Vogue, “We aim to give everything an authentic story. We’ve always been diverse and inclusive—we’re not chasing trends. This is just how we operate.”
Ann-Sofie Johansson added, “It was amazing to see the collection come to life with its incredible prints, colors, and energy.”
[See the runway show.] | [Check out the party pics.] | [Watch the video.]
—
2017: Erdem x H&M – Brideshead Remixed
Who: Erdem Moralioglu, born in Canada and raised between there and England, founded his label in London in 2005. Known for romantic, historically inspired designs with queer narratives, he’s also recognized for his independence. Sarah Mower noted that his decision to collaborate with H&M was surprising, as he’s famously selective about partnerships.
What: The collection included womenswear, accessories, and Erdem’s first menswear line—though the focus was on fluidity rather than strict categories. British Vogue reported that Erdem tested designs on himself to refine the fit, then adjusted them on female models to influence the final silhouettes. The result blurred gender lines, with menswear borrowing from womenswear and vice versa. The collection also mixed formal and casual elements—ballgowns with hoodies, T-shirts with tuxedos—embracing a high-low contrast. “To me, it feels very British,” Erdem said of the collection.
When: The launch date was November 2, 2018.
Where: The Erdem x H&M collection debuted on October 18.
—
Let me know if you’d like any further refinements!On October 18, at the Ebell Women’s Club in Los Angeles—transformed into an “English botanical garden”—a runway show and performance by Grimes marked a double debut: the unveiling of the collection and Erdem’s first foray into menswear. As Maya Singer noted in Vogue, the designs leaned into polished sophistication, featuring wool and tweed tailoring, knits, sturdy outerwear, and floral-printed suits and pajama-style pieces, evoking the relaxed elegance of a weekend at an English country estate.
Thanks to H&M, designer Erdem Moralioglu found that menswear-inspired tailoring blended effortlessly with his refined womenswear aesthetic. Unlike typical fast-fashion collaborations, this collection felt deliberate and timeless. Moralioglu, never one to chase trends, focused on creating enduring pieces meant to be treasured—not worn once and discarded.
On October 15, 2017, Baz Luhrmann’s short film The Secret Life of Flowers for Erdem x H&M debuted, described by Singer as “a pop-infused take on Brideshead Revisited.”
ERDEM MORALIOGLU:
“This collection wasn’t about making past designs more accessible,” the designer told British Vogue. “It was about crafting the antithesis of fast fashion—pieces you crave because they’re beautiful.”
ANN-SOFIE JOHANSSON:
H&M’s creative advisor praised Moralioglu’s vision: “From our first discussions, I was enchanted by his world of beauty, delicacy, and intricate detail.” Speaking with Sarah Mower, she added, “Erdem’s a perfectionist—demanding, yet inspiring. He knows exactly what he wants: ‘The lace must look like this!’”
[See the runway show.] | [View backstage photos.] | [Explore the collection.] | [Watch the film.]
—
### 2018: Moschino [TV] H&M – Prime Time
WHO:
Jeremy Scott, the Missouri-born designer who stunned Paris with his 1997 debut and led Moschino from 2013 to 2023. The collaboration was announced via a call from Gigi Hadid to Scott, broadcast at Moschino’s 2018 Coachella party.
WHAT:
Men’s, women’s, and accessories—plus a first for H&M: petwear. A Disney capsule celebrated Mickey Mouse’s 90th birthday. “I held nothing back,” Scott told Vogue. Steff Yotka wrote, “This collection has it all: Mickey sweater dresses, leather minis, padlock bags, ‘90s denim, MTV hoodies, sequins, faux fur, and even condom-print tees labeled ‘ready-to-wear.’ It’s for everyone—true to Scott’s ‘people’s designer’ ethos.”
WHEN:
Launched November 8, 2018.
WHERE:
Debuted October 24, 2018, at New York’s Pier 36 with a runway show featuring Diplo. The set mirrored Times Square, nodding to musicals (Scott joked he’d name a dog Matinee), with a street-style runway. Vogue noted: “Moschino’s gilded, logo-heavy, irreverent charm was tailor-made for this high-low partnership.”
“Cartoon couture,” as Scott dubbed it, was just one facet of a show that celebrated playful excess.Here’s the rewritten text in clear, natural English:
—
Jeremy Scott x Moschino [tv] H&M
Jeremy Scott packed his Moschino collection with all his signature touches—mixing high and low fashion, blending masculine and feminine styles, and proving how outdated those old distinctions really are. Guests even had the chance to step inside a giant TV to experience the collection in augmented reality. When asked about the “tv” in the collaboration, Scott explained, “We needed a global symbol, and everyone knows what TV means.”
Jeremy Scott:
“This collection is a gift to my fans, and I wanted to give them the most Moschino collection ever,” the designer said. “I included everything you’d expect from one of my shows—cartoon-inspired couture with a streetwear edge and plenty of hip-hop-worthy bling.”
Ann-Sofie Johansson:
“Moschino [tv] H&M is the perfect collaboration for fashion right now—it blends pop culture, street style, logos, and glamour. Jeremy Scott is amazing—he knows how to have fun with fashion and connect with fans worldwide.”
[See the fashion show.] | [View backstage photos.] | [Explore the campaign images.]
—
2019: Giambattista Valli x H&M – Fabulous Frou-Frou
Who:
Giambattista Valli, a Roman designer who moved to Paris to work for Emanuel Ungaro before launching his own label in 2005, made his couture debut in 2011. “We always aim for fresh perspectives in our collaborations,” Johansson told Vogue. “This is our first time working with a couture designer.” The partnership was announced at the 2019 amfAR gala in Cannes, where Kendall Jenner, Chris Lee (Li Yuchun), Chiara Ferragni, H.E.R., Bianca Brandolini d’Adda, and Ross Lynch wore a limited-edition preview collection by Valli.
What:
The collection featured women’s clothing and accessories—think voluminous tulle and bold silhouettes—along with Valli’s first menswear designs. “Usually, it’s the girl borrowing from her boyfriend,” Vogue noted, “but now it’s the other way around, Kurt Cobain-style.” Valli’s ultra-feminine aesthetic, full of frills and pleated tulle, was reimagined with a gender-neutral twist.
Vogue’s Tiziana Cardini wrote: “If opposites attract, then H&M’s collaboration with Giambattista Valli is proof. Pairing a fast-fashion giant with a couture designer known for exclusivity could have been a cultural clash—but instead, it felt like a match made in heaven. ‘It’s definitely an unusual collaboration,’ Valli admitted during the preview.”
When:
The pre-collection launched on May 25, followed by the main line on November 7, 2019.
Where:
The collaboration debuted in Rome on October 25, 2019, with a fashion show at the lavish Palazzo Doria Pamphilj. Afterward, guests celebrated at The Plaza Hotel with music by Peggy Gou and Seth Troxler.
Giambattista Valli:
“The goal was to bring the Valli DNA—extraordinary, one-of-a-kind, couture—to a wider audience,” the designer told Nicole Phelps. “Our fans see these beautiful red-carpet moments, and this is a way to share that magic with them.” He revealed the collaboration’s code name: “Project Love. What makes me happiest is making others happy—and now I can do that for more Valli girls and boys.”
Ann-Sofie Johansson:
“Glamour sells really well,” she told Cardini. Speaking to Vogue India, she added, “We chose Giambattista Valli because he’s the master of couture, with an incredible talent for creating bold silhouettes. That’s what makes this collaboration so unique.”
—
Let me know if you’d like any further refinements!Here’s the rewritten text in clear and natural English:
—
The collection includes personal touches, like Giambattista’s own lips printed on belts, shoes, and jewelry, along with a replica of the pearl necklace he’s never seen without.
Simone Rocha x H&M
Photo: Courtesy of H&M
2021
Simone Rocha x H&M: Family Values
WHO: London-based Irish designer Simone Rocha, known for hyperfeminine designs often in pastel colors and adorned with pearls. “My brand has always been rooted in a modern femininity that’s unexpected, surprising, or provocative,” Rocha told British Vogue.
WHAT: Clothing and accessories for the whole family, plus a beauty product called a “pink stain pot.” The collection reflects a retrospective look at her work, though Rocha clarified these aren’t re-editions but thoughtful remixes. “It’s been 10 years since I started,” she said, “so it was nice to revisit the archive. I wanted to highlight key moments that define my style and share my identity.”
For Mower, the collaboration was “an expanded microcosm of Simone Rocha’s Irish-Chinese feminist world, designed for families—right down to the pink perspex shop displays, hangers, and pastel packaging… As a full expression of an independent brand’s identity, it matches the depth of H&M’s past collaborations with Martin Margiela, Versace, and Comme des Garçons.” She added, “Rocha understands these benchmarks well—she grew up excited to wear designs by her heroes in the 2000s. ‘There’s still a Lanvin x H&M box in my teenage bedroom at my parents’ home in Dublin!’”
WHEN: The collection launched on March 11, 2021.
WHERE: Due to pandemic restrictions, the Simone Rocha x H&M collaboration debuted on October 25, 2019, through a “pop-up book AR experience,” featuring artwork by painter Wei Wei and appearances by the designer’s friends. Johansson noted: “This is one of H&M’s most innovative launches. The AR brings the collection to life—it’s a fresh take on a fashion show!”
SIMONE ROCHA
“H&M is the ultimate collaboration, but I often work with friends in my own brand, and I wanted to bring that spirit here,” Rocha told British Vogue. “I wanted to showcase talent and highlight how this collection comes from a sense of community—it’s meant to be worn in a natural, familial way.”
ANN-SOFIE JOHANSSON
“We were drawn to working with a female designer who deeply considers modern femininity,” she told British Vogue. In another interview, she added: “Her studio is a mindful space. The team works in perfect sync, dressed beautifully every day—it was inspiring to see.”
2021
Toga Archives x H&M: Unexpected
WHO: Yasuko Furuta studied at Esmod in Tokyo and Paris before founding Toga in 1997. Though based in Japan, she has shown in London since 2014. Vogue’s Mark Holgate wrote in 2007: “Furuta believes Toga should blend vintage, athletic, feminine, and masculine elements—the ideal wardrobe.”
WHAT: Released ahead of the brand’s 25th anniversary (2022), this women’s and men’s collection drew from the archives, focusing on tailoring, scarf prints, and unexpected cutouts.
WHEN: The collection launched on September 2, 2021.
WHERE: Due to pandemic restrictions…
—
(Note: The last sentence was cut off in the original text, so I left it incomplete.)The collection was unveiled on July 20, 2021, through a campaign shot by photographer Johnny Dufort and styled by Jane How at London’s Brutalist Barbican Estate. (Dufort later directed the film for the Fall 2022 collection.)
Yasuko Furuta: “Fashion can instantly and non-verbally express ideas and individuality. With Toga, I’ve explored the idea of giving wearers control over how they style their look—whether they leave skin exposed through a cut-out skirt or layer trousers underneath. I hope this H&M collaboration introduces that concept to a worldwide audience.”
Ann-Sofie Johansson: “At H&M, we love versatile design, which is why Yasuko Furuta’s innovative work for Toga resonates with us. Her signature cut-outs, for example, can be styled boldly with bare skin or glamorously with sequined layers. We’re excited to bring her playful yet intellectual aesthetic to our customers.”
—
### 2023: Mugler x H&M – Fierce, Fluid, Empowering
WHO: Casey Cadwallader, a New England native with an architecture degree from Cornell, became Mugler’s creative director in 2017. The house, founded by Thierry Mugler in 1974, is known for bold power dressing, fantastical designs (think insects, robots), and theatrical flair. Cadwallader told British Vogue his mission is to “spark a conversation about modern femininity and power.”
WHAT: The women’s collection featured archival reissues (with input from Manfred Thierry Mugler early on). Standout pieces included sleek black styles with vibrant green, pink, and blue accents, crafted from stretch fabrics, leather, and velvet. Cut-outs, sheer panels, body-hugging silhouettes, and strong shoulders defined the lineup. At H&M’s request, catsuits were added. As José Criales-Unzueta noted, “The most groundbreaking aspect was the inclusion of true menswear—though Cadwallader knows his Mugler designs are already worn by people of all genders.”
WHEN: The collection launched on May 11, 2023. Cadwallader highlighted that the pieces were “displayed together in stores, reflecting my vision of gender fluidity.”
WHERE: After releasing a music video for Stardust’s 1998 hit “Music Sounds Better With You” (featuring Shygirl, Arca, Amaare, and Eartheater) on March 23, the Mugler x H&M collaboration debuted on April 19, 2023, at New York’s Park Avenue Armory. The event included a runway show and performances by Shygirl, Amaare, and Eartheater. Laia Garcia-Furtado wrote, “It’s incredible to see such a vibrant celebration of queer community from a global brand like H&M—especially at a time when trans rights are under attack.”
Casey Cadwallader: “Mugler has always been about inclusivity, and this collaboration reinforces that. I believe in offering both high-end and accessible pieces—some bold, some niche—to reignite the brand’s DNA. It’s part of a long-term strategy: start with a statement, then expand into wearable designs for everyday life.”
Ann-Sofie Johansson: “When we asked our young H&M designers about the hottest brands today, Mugler came up repeatedly. There’s also a global fascination with ’80s and ’90s icons, and how younger generations are drawing inspiration from the past. The brand’s founder, Thierry…”Thierry Mugler is a major influence in fashion, embodying the flamboyance and excitement of his era—he defined the trends, much like Casey does today.
### Rabanne x H&M: Holiday House Party (2023)
Who: Julien Dossena, from Brittany, studied in Brussels at La Cambre before working with Nicolas Ghesquière at Balenciaga. In 2013, he became creative director of Rabanne, the house founded in 1966 by Spanish jeweler-turned-designer Paco Rabanne during fashion’s Space Age obsession.
What: A maximalist collection for men and women, plus a retro home line inspired by a “’70s pool party.” Featuring mesh, mirrored paillettes, and bold sequins, the lineup includes disco-ready dresses, a gold-embroidered military jacket, and shimmering geometric ensembles.
When: Launched November 9, 2023.
Where: Debuted October 2, 2023, at Paris’ Silencio nightclub with performances by Robyn and Peggy Gou.
Julien Dossena: “We wanted a generous, hedonistic, fun collection—timeless yet effortless. It’s about inclusivity, diversity, and a queer sensuality, which is core to Rabanne’s bold extravagance.”
Ann-Sofie Johansson: “Rabanne’s metallic dresses are iconic pieces of fashion history.”
—
### Rokh x H&M: Customizable Chic (2024)
Who: Rok Hwang, praised for blending functionality and eccentricity. Born in South Korea and raised in Texas, he studied at Central Saint Martins, worked with Phoebe Philo at Céline, and launched Rokh in 2016.
What: “Reassembled essentials” featuring double belts, transformable trench coats, and dresses with removable panels. The collection plays with hidden details—trenches that reveal layers, LBDs that adjust from midi to mini, and leather jackets that convert into capes.
When: Released April 18, 2024.
Where: Launched April 12, 2024, at Seoul’s Dongdaemun Design Plaza with a performance by CL.
Rok Hwang: “Rokh designs appear classic but have radical construction for timeless appeal.”
Ann-Sofie Johansson: “Rokh leads a wave of Korean designers merging conceptual and wearable fashion.”Magda Butrym x H&M: The Romance of the Rose
WHO: Magda Butrym, the first Polish designer to collaborate with H&M, was born in Zabrze. She studied at the International School of Customography and Clothing Design in Warsaw, where she worked as a stylist and designer before launching her own label in 2014. Vogue noted her mission was to “redefine romanticism in fashion.” A 2018 LVMH Prize semifinalist, Butrym blends traditional craftsmanship—like headscarves and artisanal techniques—into ready-to-wear collections that juxtapose ultra-feminine details with bold, masculine shapes.
WHAT: The collection features womenswear and accessories, primarily in black and red with a floral theme. “The rose has become my signature—dreamy, Slavic, romantic,” Butrym said. Playful petaled bustiers in denim and party dresses contrast with delicate jacquard knits, a sharp wide-shouldered pantsuit, and a soft ivory crochet dress.
WHEN: The collection launched on April 24, 2025.
WHERE: Celebrating the brand’s 10th anniversary, the Magda Butrym x H&M debut took place at Brooklyn’s One Hanson Place, transformed into a “floral wonderland” with a massive draped rose as the centerpiece. Instead of a runway, guests and performers—including musicians Charlotte Lawrence and Kelela, plus DJs Soo Joo and Fifi—wore pieces from the collection.
MAGDA BUTRYM: “Looking back at H&M’s collaborations, from Paco Rabanne to me—you have minimalism, the ’70s, then I bring melancholy, couture corsages, candles,” Butrym said.
ANN-SOFIE JOHANSSON: “Magda was my dream collaborator,” said Johansson. “We discussed how rare it is for female creators to build a brand over a decade while staying true to their vision.” She later called the collection “a true celebration of poetry and romance.”
See the collection. | View the party photos.